Great Kitchen
—
Positioned in the premium segment, Gurman-branded products used to be stocked in retail companies across Russia. The former packaging tended to replicate design clichés of ordinary dairy products including a black packaging featuring a handwritten font and problematic food zones. However, the outdated design techniques, the use of poor-quality materials and a few printing problems devalued the product on the shelves and repelled customers. As a result, we completely rebranded the company’s image by developing a new positioning and packaging design.
Our focus was on achieving visual aesthetics encapsulating the gourmet experience. This source of inspiration was drawn from the refined taste and elegant appearance of these premium cheeses, which we paired with a glass of wine.
Regarding the food zones, we used high-quality photographs capturing this collection of cheeses with complementary toppings and tastes that perfectly accompany them. Our visual strategy aimed to stimulate consumers to make a purchase whilst tantalising their taste buds and fulfilling their hedonistic needs.
The simplicity of this premium packaging design – a combination of pastel colours and a breathable, minimalist layout – allows the product and design to shine.